A planned approach. to achieving your marketing goals.

Transcription

1 A planned approach to achieving your marketing goals

2 Are you Our happy Goal: with the We quality want to build a and long-term quantity relationship. Dental Branding was designed to build synergy with our clients through shared interests. of your patient base? This means that our success depends on your success. We work smart and hard to help you become successful, in return we hope you will continue to work with us. What is the secret to building an ideal patient base that allows you to achieve your growth and profitability goals? What s next? It has everything to do with consistently executing correct marketing systems. The problem is, most dental marketing companies only offer silver bullet solutions. These are single marketing tools that promise to solve all your needs. In reality, no one tool is the answer. Great marketing involves comprehensive thinking, understanding, consistency, and effort. It requires the correct Schedule a complimentary consultation. Our implementation complimentary of the Dental consultation Branding 3 will Steps expound to Successful on our Marketing. three step process and help you know if we are a good fit for your needs. We can help you understand costs and answer any other questions you might have. Dental marketing is all we do. We know the industry and know what works. We believe after a few minutes talking to us you will see your marketing in a new light. This brochure will introduce you to the Dental Branding three step process. Careful consideration of these three steps will change the way you think about marketing.

3 Dental Branding 3 Steps to Successful Marketing Our 3 step process is a proven and strategic approach that is tailored to the unique needs of your individual practice. Correct implementation of these steps will allow you to achieve your growth goals and become the practice you have always envisioned. Step Tell a compelling story. Step Develop a marketing plan. Step Execute, track and adjust

4 Step 1 Tell a compelling story Marketing is the process of influencing perceptions. The quantity and quality of your patient base depends on the perceptions you create.

5 Step 1 self-assessment ask yourself: How do we help you tell a compelling story? Y N Have you defined a compelling story (message) that differentiates you from your competitors? 1. We understand and define your message. We ask the right questions to understand the unique experience and services you offer. We Do you, your staff and all of your marketing efforts tell the same story? then develop a messaging strategy that is the foundation for all your marketing. Why is it important to tell a compelling story? People make choices based on the differences they perceive. It is important your differences are clear and persuasive. The perceptions you create with your marketing tools determine if, and more importantly why, someone chooses you, not the tools themselves it s all about perceptions. A message that truly portrays you will attract patients who are looking for the type of experience that you provide. This means happier patients who are more likely to be loyal. Step 1 Visually, do all of your marketing efforts tell the same story and do they match the feel of your office? If you answered no to any of these questions, it s time to look at how you tell your story. 1. Good messaging will differentiate you from your competitors. 2. It is the message that converts, not the medium. 3. You will be more likely to attract ideal patients. The quality and quantity of your patient base is a direct result of the perceptions you create as you tell your story. 2. We identify your audience. We provide a demographics report for the area around your practice that helps us understand your most common demographics. This ensures your message is targeted correctly. 3. We analyze the competition. We perform a competitive analysis on other doctors near your practice to see what perceptions they are creating. This allows us to ensure your brand differentiates you from the others. The result? More effective marketing More ideal patients Once you understand how to communicate who you are, it is important that every touch point that patients and potential patients may encounter conveys the right perceptions about your practice. We can t overstate the importance of this step. Defining a great brand may be the most important thing you can do for your practice. TIMELINE DB sends the brand questionnaire DB sends marketing plan questionnaire DB delivers completed brand to dentist Week 1 Week 2 START Dentist thoughtfully answers the brand questions Dentist completes questionnaire, returns to DB Practice thoroughly answers the marketing plan questions Dentist meets with DB to discuss brand

6 Step 2 Develop a marketing plan Can you think of anything in business that works better when it s not planned? A marketing plan keeps your marketing consistent, improves tracking and keeps you on budget.

7 Step 2 self-assessment ask yourself: How do we create your marketing plan? Y N Do you have a marketing plan? 1. We review your current and past marketing efforts with you. Do you know what your monthly marketing budget is? Do you know how much you should be spending on marketing? Do you know what type of marketing tools are ideal for your practice? If you answered no to any of these questions, you need a plan. Step Why is a marketing plan important? 1. It allows you to plan a budget. A planned budget allows you to better control your finances. It also helps you track results more easily and with more accuracy. 2. It keeps you consistent in your efforts. Consistency is a critical part of generating effective results. Frequency increases recognition and keeps your practice top of mind. Also, it minimizes peaks and valleys in your cash-flow. 3. It makes tracking and adjusting more effective. Having a road map for moving forward also helps you better understand where you ve been. It s easier to interpret results which allows you to plan your future more confidently. We look at your current and past results from two perspectives: 1) How effective were they? and 2) Did they tell your story correctly? This provides insight into how we should move forward. 2. We understand your growth goals. We ask you to define your goals using key growth numbers that allow us to genuinely understand where you want to take your practice. 3. We help you plan the right budget for you. Your budget needs to be realistic and allow you to reach your goals. We can help you find a comfortable, yet productive, marketing budget that is aligned with your goals. The result? More consistent marketing Better budgeting You may have heard the old adage that when you fail to plan you should plan to fail. Nowhere is this more true than in marketing. Your marketing plan should act as a road map to guide you, keep you consistent and help you control your finances. 2 Can you think of anything in business that works better when it s not planned? Dental Branding makes the process of creating a strategic marketing plan easy, which helps you feel more confident about your future. TIMELINE DB sends marketing plan questionnaire DB delivers completed brand to dentist DB delivers completed marketing plan to dentist DB account manager initiates marketing plan Week 2 Week 3 Begin month 1 of plan Dentist completes questionnaire, returns to DB Practice thoroughly answers the marketing plan questions Dentist meets with DB to discuss brand Dentist completes marketing plan questionnaire, returns to DB Dentist meets with DB to discuss marketing plan

8 Step 3 Execute, track and adjust Consistency in implementing correct systems is the key to achieving greatness. Your marketing will improve over time as you continue to execute, track and make adjustments.

9 Step 3 self-assessment ask yourself: Y N Do you track your results? If you do track results, do you look at them regularly? Do you adjust your marketing plan based on the results you see? Are you consistent and confident in your marketing efforts? If you answered no to any of these questions, it s time to refine your systems. Why is it important to execute, track & adjust? 1. Good execution is key to consistency. Inconsistent marketing leads to peaks and valleys in both patient flow and growth. Additionally, inconsistency leads to less effective marketing. Results improve with more consistent visability. How do we execute, track & adjust correctly? 1. We will create and implement all of the tools you need. Whether your plan calls for a website, logo, advertisement or any other marketing tool, our in-house art directors and designers ensure your brand is correctly implemented. 2. Your account manager s only job is to keep you on schedule and happy. Once engaged, you will be assigned an account manager who works tirelessly to keep your plan on schedule. They review progress with you monthly to help you build good habits. 3. We train you in correct tracking and hold you accountable. We will train your staff to correctly track the number of patients and revenue per patient for each marketing effort. We will also look at how multiple marketing efforts work together. 4. Our plans renew every six months to allow for frequent adjustments. This is enough time to see patterns develop but is not too long that we can t make adjustments. A six-month renewal allows you to hold us accountable which aligns our best interests. 2. Correct tracking allows the understanding necessary to achieve goals. Good information leads to good decisions. Bad information or assumptions lead to bad decisions. Tracking ensures confidence in deciding how best to market your practice. 3. Adjusting your plan ensures effective and predictable results. Adjusting your marketing based on results will lead to an understanding of what works and the revenue generated. This information will allow you to control the growth of your practice. Step 3 TIMELINE Marketing improves over time as you consistently execute, track and make adjustments. The result? More patients More revenue per patient The Dental Branding 3 Steps to Marketing Success is the right way to market your practice. If you are ready to build your practice the right way and achieve your growth goals, our three step process is the answer. ONGOING DB delivers completed marketing plan to dentist DB account manager initiates plan Produce tools for month 1 Monthly review Produce tools Monthly review Produce tools Monthly review, produce tools Audit tracking & prepare new plan Present plan for next 6 moths Produce tools Monthly review Produce tools Week 3 Dentist meets with DB to discuss marketing plan Begin month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Dentist approvals Dentist approvals Dentist approvals Dentist approvals Dentist meets with DB to discuss next 6 month marketing plan Dentist approvals

12 Our Goal: We want to build a long-term relationship. Dental Branding was designed to build synergy with our clients through shared interests. This means that our success depends on your success. We work smart and hard to help you become successful, in return we hope you will continue to work with us. What s next? Schedule a complimentary consultation. Our complimentary consultation will expound on our three step process and help you know if we are a good fit for your needs. We can help you understand costs and answer any other questions you might have. Dental marketing is all we do. We know the industry and know what works. We believe after a few minutes talking to us you will see your marketing in a new light

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